Tip: Add an "s" to the verb in your headline to create an implied benefit

Copy is a funny thing — sometimes the smallest tweak can be enough to skyrocket your results. This is one of those tweaks. Consider adding an "s" to the verb in your headline to get more leads.

When an ad for music lessons was changed from "Put music in your life" to "Puts music in your life", it brought in 3 times more leads. According to copywriter Trevor Cook, adding an "s" to the verb "put" created an implied benefit. So instead of giving the reader a task (i.e put), the "s" reduced friction and made it sound effortless. Trevor says this tweak works across the board, from ads to landing pages to book titles — you name it. Just add an "s" to the verb in your headline and A/B test it.

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